首页> 外文会议>International conference of the System Dynamics Society >DOES IT ALL FIT UNDER THE GOLDEN ARCHES?: DYNAMICS OF DISRUPTIVE HORIZONTAL PRODUCT DIFFERENTIATION WITH CONSUMER HETEROGENEITY AND NETWORK EFFECTS
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DOES IT ALL FIT UNDER THE GOLDEN ARCHES?: DYNAMICS OF DISRUPTIVE HORIZONTAL PRODUCT DIFFERENTIATION WITH CONSUMER HETEROGENEITY AND NETWORK EFFECTS

机译:金色拱门下是否都适合?:具有消费者异质性和网络效应的分布式水平产品差异化动力学

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This paper examines dynamics following introduction of nutritious food by a company well known for high-motivational and low-nutritious products. Employing a system dynamics model, we investigate how consumer dynamics affect uptake of the disruptive product. Our example is the burger chain McDonald's, which introduced salads, fruit and other healthier options in the early 2000s. Focusing on consumer choice, we analyze the process of newcomers trying McDonald's and either becoming "core" customers, or not. The paper distinguishes overall commercial success from that of the new product per se. We examine conditions that separate commercial success (by drawing in new types of customers, whether these are the profitable ones or whether they simply accompany more burger-eaters), neutrality (in which existing customers simply change over), or failure (by alienating existing customers so that they abandon the company). We focus on the role of heterogeneity in products and consumers, and on interactions with social exposure-mediated network effects. We consider in detail the large and inertial installed base of pre-existing burger eaters, and the degree to which its dominance is hard to unseat, drawing parallels with reactions to other disruptive and 'progressive' products in industries ranging from consumer products to electric vehicles to utilities.
机译:本文研究了一家以高动力和低营养产品而闻名的公司引入营养食品后的动态。利用系统动力学模型,我们调查了消费者动力学如何影响破坏性产品的使用。我们的例子是汉堡连锁店麦当劳(McDonald's),它在2000年代初引入了沙拉,水果和其他更健康的选择。着眼于消费者的选择,我们分析了新人尝试麦当劳并成为或不成为“核心”客户的过程。本文将整体商业成功与新产品本身区别开来。我们研究了将商业成功(通过吸引新类型的客户,无论是赚钱的客户还是仅与更多的汉堡包顾客在一起),中立(现有客户简单地转换)或失败(通过疏远现有客户)的商业成功分开的条件客户,以便他们放弃公司)。我们专注于产品和消费者中异质性的作用,以及与社会暴露介导的网络效应的相互作用。我们详细考虑了既有汉堡包吃者的庞大且惯性的安装基础,以及其霸主地位难以摆脱的程度,与对从消费品到电动汽车等行业中其他破坏性和“渐进式”产品的反应相类似到公用事业。

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